Johnnie Walker Blue Label in omni-channel activation at Singapore Changi

By Luke Barras-hill |

The activation at Singapore Changi Airport runs from 24 June to 11 August.

Diageo Global Travel has introduced an omni-channel pop-up for Johnnie Walker Blue Label at Singapore Changi Airport Terminal 3.

The activation, which Diageo GT claims is a first for Asia Pacific, invites passengers to experience the luxury universe of the iconic spirit.

A special event was hosted yesterday (30 June) by the Diageo GT team alongside partners from Changi Airport Group (CAG) and Lotte Duty Free to mark the official opening of the concept.

Travel shoppers can enjoy sampling at a bespoke bar and explore the product offer via a dedicated area, aided by LCD backwall displays and surround sound headphones.


A gifting station offers a bespoke gift-wrapping service and customised luggage tags.

Meanwhile, passengers at Changi Airport can pre-order the bottle on prior to departure.

Upon confirmation, they will be presented with the option to pickup the purchase at the iShopChangi Collection Centre.

Strengthening the pop-up is a media campaign running on digital screens in T3 arrivals and departures.

Effective since 30 June, this is designed to keep passengers updated of the new product offerings.

The Johnnie Walker Blue Label pop-up is supported by an omni-channel campaign that pledges passengers a personalised experience throughout their journey, from pre-travel to destination.

Teo Chew Hoon, Managing Director of Airside Concessions at CAG, said: “We are pleased to be the first in Asia Pacific to launch the new Johnnie Walker Blue Label experiential pop-up in Terminal 3, in collaboration with Diageo and Lotte Duty Free. In addition to a multi-sensory product discovery area at the pop-up, passengers can look forward to luxurious and bespoke services as they shop at Changi Airport.”

Sandra Tassilly, Diageo Global Travel Commercial Director for APAC, MENA and India, stated: “We’re delighted to see this new brand concept for Johnnie Walker Blue Label being launched in Changi, opening up a world of luxury for Changi passengers to experience. Our trinity partnership with Changi Airport and Lotte, empowers us to connect with luxury shoppers at the airport, which is vital for our growth within the region. Working together to bring this omni-channel approach to APAC, offering shoppers pre-travel online purchases and a personalised and multi-sensory tasting experience, will not only appeal to the luxury shopper but also a new generation of whisky drinkers, which is really thrilling.

“We’ll continue to build on this strong partnership to accelerate the  the recovery and plan for the future success of travel retail in APAC, delivering outstanding service and the perfect gifting solutions for shoppers to enjoy.”

Lotte Travel Retail Singapore Managing Director Edward Im added: “We are thrilled to be the first in Asia to launch the stunning new Johnnie Walker Blue Label experiential hub to enhance our retail proposition for the ever-evolving travellers.”


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